Transmedia: Storytelling for the Digital Age

Rick DeMott:  "The tremendous success of LEGO’s storytelling and world-building can be seen in toys, games, TV, movies and even fan fiction."

Jordan England-Nelson:  "Rather than rely on popular films to generate buzz for new products, toy companies are creating in-house studios to produce their own video content to get kids excited about new toy lines."

Beth Rogozinski:  "The mystical magical fountain of youth was a place where if you drank the waters – the old would become young again.  While we are still searching for these waters for us mere humans – certain entertainment properties have unlocked the source:  adaptation, modernization and transmediation."

James Whitbrook:  "When Star Wars released in 1977, the face of science fiction in popular culture was changed forever — but a year later, the movie helped transform the toy industry as well. Since then, Star Wars and the toys it inspired have been forever linked, a story that can just as easily be told through figures as it can the films."

Schumpeter:  "Standalone toys lack scale and versatility. Franchises that span multiple platforms—from cartoons to video games to films to physical toys—are a better bet" ...